We have a cognitive quirk. We have a bunch but let’s focus on one. When faced with a hard or complex problem instead of answering it we swap it for an easier question to answer. We believe we have answered… Read More

Before last Friday Nintendo’s shares increased in value by 56% based on the popularity of Pokemon Go. The meteoric rise in Nintendo’s share price is a great example of the Substitution Heuristic. The Substitution Heuristic happens when we’re faced with… Read More